• by Danielle Oster , October 6, 2025

 
Lavazza is bringing back Steve Carell and John Krasinski for a campaign celebrating the Italian coffee brand’s 130th anniversary.

The comedic actors reunite with the robot named Luigi introduced in a global campaign last year for the anniversary campaign, which is unfolding across two “chapters.” Lavazza teased the campaign for National Coffee Day Sept. 29.

The first phase of the campaign is built around a “Coffee Maestro” ad in which Carell misunderstands the “coffee maestro” concept, believing the coffee will make him a musical maestro. Krasinski finds him using mugs and coffee spoons as percussive instruments and explains the “of coffee” part of the concept.

The next phase of the campaign will launch exclusively in the U.S. in mid-October, centered around a “Possilicious” spot Lavazza uses to introduce its new flavored K-Cup Pods, which include Tiramisù, Caramel Biscotti, and Vanilla Affogato varieties. In the ad, a blindfolded Carell reveals extraordinary olfactory identification abilities, and coins the titular portmanteau when Luigi places a mug of Tiramisù-flavored coffee in front of him.

The campaign is running across national linear and connected TV in the U.S., as well as on digital and social media platforms.

According to Lavazza, the brand brought back Carell, Krasinski, and the Luigi character based on the success of last year’s “Pleasure Makes Us Human” campaign. The 90-second launch ad for the campaign, introducing the coffee-loving robot character, has racked up over 8.5 million views on the brand’s YouTube channel.

Lavazza’s 130th anniversary campaign was built around a theme of promising “the pleasure of a masterful coffee” which makes coffee drinkers “feel like an Italian barista at home,” according to a press release.

In a statement, Lavazza CMO Carlo Colpo said the campaign aimed to connect with audiences worldwide through an approach emphasizing “playful wittiness” and entertainment, while emphasizing Lavazza’s “pursuit of quality and innovation.”

That focus builds on Lavazza’s “strategic message” in last year’s campaign, designed to “confirm its evolution towards a truly global brand with Italian roots,” as Colpo described it in a statement last year.

Lavazza isn’t the only brand to reunite “The Office” cast members in its advertising. The brand bringing back Carell and Krasinski for a second year follows AT&T Business reuniting a series of former cast members in its “Wake Up With CrAIg” campaign.